How To Increase Search Engine Rankings

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How To Increase Search Engine Rankings Powered By Docstoc
					                   Instant SEO
  “Instantly Turn Yourself Into An SEO Guru…”

   Introduction… let me introduce myself to you

      Please let me first introduce myself. My name is Justin Richards and
I’m a 22 years old man living in the Birth place of country music
      Considering that you’re reading a “book” you may thing I’m a
writer… but I’m not… and that’s why I’ll ask you from the very beginning
to bear with me and with any mistakes that may occur…
      In fact I’m a SEO engineer – one of those people that stand behind
any page that appears in the first place when you make a search for a
competitive keyword on Google or Yahoo.

       Now that I presented myself let’s talk a little bit about you… But…
better not… because in fact I already know you…
       Don’t understand me wrong… I’m not a magician and I don’t know
for FBI either… So I don’t know if you’re white or black, man or woman,
young or old, single or married or any other details of this kind…
       But what I know is the reason why you are here…
       You have a web page and you want to make money with it.
       A few time ago you decided that you can sell a great product or a
great service on-line… that will help you earn lots of cash.
       And for that you built a gorgeous looking page; upload it on the web
and wait for customers to come and make you hear the sound of money.
       But a few weeks passed and only scatter customers visited the site…
and your estimations proved to be wrong.
       After that you probably realized that you have to do something to
promote your site and attract visitors. And that was the moment when you
probably start submitting your site to major search engines and directories.
But another few weeks passed and visitors still didn’t come to your site.
       That’s probably the situation at this moment… you still have that
great site and that great product/service, but you’re desperate about the
absence of the customers…

     But stop worrying… now that you found this book your life will
change and your business will get a new face. I promise you that.

      Some general facts about SEO and online marketing

      First let’s see where your business failed far now.
        Let’s start comparing your on-line business with a real life store…
you can’t make sales if your site doesn’t get visitors / customers. But the
visitors / customers won’t come if they don’t know of your store.
        And just like in real life if you don’t have a banner at the entrance of
your shop that people can see nobody won’t know about you and won’t visit
you. And even more… if in the real world every single small shop that has a
banner at the entrance has its own customers (from the neighborhood if not
from somewhere else) on Internet you can attract visitors (and therefore
make sales) only if you’re on top.
        I’ll show you the differences by being “the best” in your niche market,
“one of the big guys” or a “regular one”.
        Let’s take four our example the keyword “weight loss” that was
searched appreciatively 17.000.000 times on Google last month.
        Now let’s see who attracted those 17.000.000 visitors.
        The page that is #1 on Google attracted like 90% of the searchers (like
15.300.000 visitors).
        The page that is #2 attracted somewhere around 75% of the searchers
(like 12.750.000 visitors).
        The page that is #3 attracted somewhere near 60% of the searchers
(like 10.200.000 visitors).
        The page that is #5 attracted around 20% of the searchers (like
3.400.000 visitors).
        The 10th ranked page (last position on the first page of searches) still
got around 5% of the market (like 850.000 visitors).
        The 20th ranked page (last position on the second page of searches)
still got around 0.5% of the market (like 85.000 visitors).
        While 50th, 80th, 112th or 10.714th got almost the same number of
visitors: none.
                                                                    1st place
                                                                    2nd place
                                                                    3rd place
                60                                                  4th place
                40                                                  5th place
                20                                                  10th place
                                                                    20th place
                                                                    50th place
                       Number of visitors depending of SE ranking

          The importance of choosing the right keyword
       That’s why it’s so important to choose the right keyword and properly
optimize our page for it so we can obtain a top placement. You see that the
difference between #1 and #5 is huge, not to talk before #1 and #10.
       You can easily see that 90% or 75% from 100.000 is bigger than 0.5%
from 1.000.000 or 0% from 10.000.000 searches. That’s why the most
important thing in a successful SEO campaign is to choose the right
keyword and obtain a top ranking for it.

      The most important thing you must understand about SEO (Search
engine optimization) is that your page isn’t just “optimized”, but it is
“optimized for a certain keyword” and that it won’t “rank well”, but it will
“rank well for a certain keyword”.

       So the first thing that must be done, and from my point of view the
most important thing in a SEO campaign, is to identify the right keyword for
which we’ll optimize our site. That’s why I’ll insist on this aspect in this
       You’ll see that it’s quite easy to learn how to optimize your page and
it’s even quite easy to practically implement what you’ll learn… but
choosing the right fight… the right keyword… that is the real art… and here
every single mistake can cost you lots of visitors and in the end lots of
money. That’s why this is one of the most (if not the most) important aspects
when it comes about SEO.

       There are a lot of possible ways to find the best keyword…
       Some of them are better, while some are worse… There are also a lot
of tools that can help you do this (either paid or free).
       I won’t come in details about all of them. One reason is that neither I
used all of them; another one is because I don’t want to confuse you.
       I’ll try to keep it as simple as possible and instead of a long and
useless enumeration I’ll share with you exactly what I do when I search for
the right keywords for my new sites. It’s a tested system. And as long as it
worked great for me it will work for you too.

            Finding the right keyword… in 5 easy steps
       STEP 1: Finding the main goal “lots of visitors” or “targeted
       First I’ll concentrate on what’s my site about… on what I’m selling…
on my goals… on my niche market… and set my main goal… “visitors” or
“target visitors”.
       If my site is one of public interest, with a lot of potential customers
from all social categories I go for as many visitors as possible and therefore
for more general keywords; keywords that have the potential to attract
the highest number of visitors.
       If contrary, my site is selling/presenting a product which is interested
only for a very limited category of people I aim for targeted visitors and
therefore for very specific keywords that are directly related with my site
/ product theme.

       STEP 2: Identifying all possible keywords; sorting them by power
       I start that by writing down all keywords related with my site theme
that come in my mind… At this moment I don’t care if they’re one-word
keywords, two-words keywords or complex key phrases I don’t care either if
they’re common or not, strong or not or anything else.
       The only thing that matter about them is to be related to the theme of
my site.
       I even end up calling friends and colleagues to ask them for more
       When I wrote down everything I could thing at I use a tool to find
potentially new keywords and, more important, sort them based on their
power (number of times they are searched).
       For this I use the tool/program released by Overture.

      The online version (the one that I use) is located at the following

       In the “Get suggestions for:“ field I type the keywords I previously
selected (one by one) and after that the tool will display a list of related
keywords (keywords containing and the keyword I selected) and also their
power (the number of searches on Overture the next month).
      To find the estimative number of times that specific keyword was
searched in Google (which is the biggest search engine) we have to multiply
Overture’s number with 8.
      Also to find the estimative number of times that specific keyword was
searched in the all web (all search engines cumulated) we have to multiply
overture’s number with 20.

      So for our example we may say that the word “weight loss” was
searched: 2.106.436 on Overture; 16.851.488 on Google; 42.128.720 on the
all web.

      What if you don’t have a permanent internet connection or if you have
limited bandwidth? Don’t worry! This tool has also an off-line version that
can be downloaded for free from:
      After I have done this operation (even in online or offline tool) I’ll
have to sort all of our keywords based on their power (the strongest one
being on top).

       STEP 3: If I go for targeted customers also sort the keywords by
compatibility with my site’s theme
       If I decided at step 1 that I’m interested in targeted visitors I’ll also
identify and move to another list – called “list 1” - (indifferent of keyword’s
power) the keywords that are directly related with my business and that have
the potential to deliver targeted visitors.
       The other ones will remain on the secondary list – called “list 2”.
       To continue with the same example as I used you with I’ll presume
that my site is selling “weight lose pills”. In this case I’ll move this keyword
and other similar keywords (like “weight lose medicine”) on the list 1 while
some other (not very niche related) like “weight lose stories” and “weight
lose pictures” will remain on list 2.
       Of course both lists will still be sorted by the power of the keywords.
       For all following steps I’ll use the list 1 and keep list 2 as a backup list
(in case all the keywords from the list 1 are too strong to can compete for).

       STEP 4: Verifying the competition for our selected keywords
       Now that I have the list I’ll have to decide what keywords I’ll select to
optimize my site for (and therefore rank well for that keyword and attract the
visitors that searched for it).
       The first temptation is to say „Hey... what stupid question is that. Of
course I’ll choose the strongest keyword from my list.” But while the
concept is good (to choose the most powerful keyword possible) the
affirmation itself is wrong...
       And that’s because I know that I must choose a keyword for which I
have chances to compete... It’s practically impossible to defeat the very big
guys in Internet Industry (like Yahoo, Google, CNN) so I’ll never start a
fight that is lost before I started.
       And being #50 or #100 or #200 for any keyword doesn’t help at all.
It’s way better to be #1 or #2 for my weaker keywords.
       So I’ll have to analyze the competition and see where I have good or
at least reasonable chances and aim for those keywords.
       Usually I open and I make searches for every single
keyword in my list (starting with the top ones). For all of them I note down
the URL of #1, #2, #3, #5 and #10 page.
       When I’m done with this I’ll start to analyze those specific pages to
see how well optimized are they and to consider my chances to defeat them
(and if I have reasonable ones to estimate a time frame).

       In the next few pages I’ll show you my secret equation based on
which I predict my chances for a specific keywords. I worked at it and
improved during several years but when it was completed it never gave me
wrong information again. So if you’re a man that likes exact information and
has a computer-kind logic that’s perfect for you.
       But if you’re like my wife and you hate math you’ll probably get
bored with all those numbers I use in the equation. In this case I suggest you
just rank every aspect I’ll describe in the next pages with “good”, “average”
or “bad” and in the end see which one appears more often. Although not as
precise as the full equation it’s still useful and more than that it’s very easy.

       But before you can start doing this analyzes I recommend you to
download two toolbars that will help you in your analyze (and also in your
all future SEO activities).
       These toolbars are Google toolbar and Alexa toolbar.
       Google toolbar can be downloaded for free from:
while Alexa Toolbar can be download for free from:

      And here you can see how our two toolbars looks like:

       The first thing we’ll do when analyzing our potential competitors
will be to check the Google PR (Page rank) of the page. We’ll do this with
the help of Google toolbar.
        The green line shows the Page rank of the page we’re visiting.
        If you’re curious what’s this Page rank and how it is calculated I’ll tell
you that it measures the popularity of a page (the number and the quality of
the pages linking to your site) and that its formula takes in consideration a
lot of factors (some of them known only by its creators).
        Anyway what’s important for you to know is that the bigger the PR is
than the harder for you will be to beat that page.
        The PR values varies from 0 (new or banned page) to 10 (the best of
the bests).
        A PR less or equal with 3 is a mark of a poor site that can be easily
        A PR between 4 and 5 marks a medium site that can be overwhelmed
but only with sustained efforts and not in a very short time.
        A PR between 6 and 7 marks a strong site that it’s unlikely to be
overwhelmed by a new site in a reasonable amount of time.
        A PR of 8 or better is common only to „the big guys” – industry
leaders and it’s very unlikely to ever stood a chance to defeat the, from their

      For our equation we’ll rank this way:
      - we’ll give 2 points for every point of PR
      - we’ll give a bonus of 1 point for every point of PR above 5.
      So for example a PR3 page will accumulate a score of 6 (3*2) in our
equation, while a PR7 page will accumulate a score of 16 (7*2+2*1).

       The second thing I’ll analyze is Alexa Rating. But since it may be
easily tricked I won’t give so much importance to this factor as I did to the

       Alexa Rank is in fact a top of the sites based on their traffic so here
the situation is opposite to Google PR... the smaller the number the harder to
defeat that page.
      In our equation the points I give are:
      - 7 points for a site with an Alexa Rank less than 1,000
      - 5 points for a site with an Alexa Rank less than 10,000
      - 3 points for a site with an Alexa Rank less than 100,000
      - 1 point for a site with an Alexa rank less than 500,000
      - -3 points for a site not listed in Alexa or with a rank bigger than

       The third aspect (and the last regarding link popularity) is to check
how many sites link to my competitor site (the number of back links). And
I do this using the command:
in Yahoo Search box.

      I thing it’s obviously that a lot of links indicates a powerful site, while
a poor optimized site will be recognized the low number of links.

      The way I give points for our equation is the following:
      - 0 points for sites with less than 5 back links
      - 1 point for sites with 5-19 back links
      - 2 points for site with 20 – 49 back links
      - 4 points for sites with 50 – 99 back links
      - 6 points for sites with 100 – 199 back links
      - 10 points for sites with 200 – 499 back links
      - 15 points for sites with 500 – 1000 back links
      - 20 points for sites with 1000+ back links
       The fourth factor I take into our equation is the number of pages
that our competitor site has indexed in the major search engines.
       For finding this I type in all three major search engines (Google –; Yahoo –; MSN – in
the search box the URL of our competitor site (ex:

      And of course… here are the points for our equation (separate points
for every one of the three major search engines):
      - 0 points for a site not listed in the search engine
      - 1 points for a site listed with one or two pages in the search engine
      - 2 points for a site listed with more pages in the search engines
      - 3 points for a site listed with a lot of pages (50+, 100+) in the
          search engine

      Now finishing with the off-line factors (factors taking in consideration
the popularity of the page in search engines) we’ll move with our analyze to
the on-line factors (factors that resides from the code of the page).
      So the fifth thing I’ll consider is if the keyword for which I
searched is in the title of the page or not.

      For our equation:
      - 5 points if the title contains the keyword and only the keyword
      - 3 points if the title contains the keyword but just a part of a bigger
      - 0 points if the keyword is not contained (just like in our example).

       The sixth thing I’ll consider is if the keyword for which I searched
is in the headlines (H1 and H2) of the page or not.

      For our equation:
      - 5 points if both the H1 and the H2 headers exists and they both
         contain the keyword
      - 3 points if only the H1 tag contains the keyword
      - 2 point if only the H2 tag contains the keyword
      - 0 points if the keyword is not contained in none of the tags

      The seventh thing I’ll consider is if the keyword is contained in the
description and keyword metatags of our competitor site.

      For this we’ll have to open the source of the page we’re looking at.
This can be done by clicking on View-Source in our Internet Explorer menu,
or CONTROL+U in FireFox.

      If the page is properly optimized at metatags level we should find
some lines that look like:

     <META content="Here comes the site description."
     <META content="keyword1, keyword2" name=keywords>

      For our equation I give three points for every one of these two
metatags that appears and include the keyword.

      The eighth factor and the most important one regarding in-page
optimization is the content of the page.

      So therefore I give in our equation:
       - 20 points for a page with a lot of content, related with the keyword
         and that includes the keyword itself several times
       - 15 points for a page with a lot if content and that includes the
         keyword several times but it’s not directly related to it
       - 10 points for a page with a lot of content but that includes the
         keyword only a few times
       - 10 points for a page with quite low content but that includes the
         keyword several time
       - 5 points to a site low in content and that includes the keyword just
       - 0 points for a site with very low or without content

       The ninth point is if the keyword is included in the first and in the
last section of the page.

       The first section is the top left one, while the last is the bottom right

      For our equation I give 3 points for every one of these sections if they
include our keyword.

      The tenth point and the last one in my analyze is if the page URL is a
main domain, a subdomain or an internal page.

       For our equation I’ll give these points:
       - 4 points if it’s a domain name (eg:
       - 2 points if it’s a subdomain (eg:
       - 0 points if it’s an internal page (eg:

     Equation results analyze
     Now let’s make the math:
     A site with less than 20 points in our equation is terrible and can be
overwhelmed without any trouble.
     A site with 20 – 40 points in our equation is poor and can be
overwhelmed quite easily.
       A site with 40 – 60 points is a medium site; it may be overwhelmed,
but there will be a small fight for it.
       A site with more than 60 - 80 points is a serious competitor; it can be
overwhelmed but only with big efforts and in quite a long period of time.
       A site with more than 80 points is a very good site and I suggest you
stay away of it (at least for the moment).

      Of course if you used the simple solution of just rank every factor I
described here with “good”, “average” or “bad” you’ll just have to see which
one appears more often…

       A practical example
       But let’s take a short example who I count all this points so I’m sure
you understood me well.
       I chose for our example the keyword “weight lose story” (without
quotation) and I searched for it on Google.
       As you can see from the screenshot the #1 page (the one we’ll analyze
in our example) is:

      I opened the page and I first notice the PR and Alexa Rating:
      For PR we’ll give it 8 points (4*2) and for Alexa Rating 1 point (more
than 500.000). Or if we simple go for “good”, “average”, “poor” we’ll have
two “averages”.

         The next aspect is the number of back links. Yahoo shows 93 back

         So we’ll give it 4 points or one more “average”.

        About the number of pages indexed it’s obviously that talking about a
single page (and not a domain name or subdomain) it’s only a single page –
but it appears in all three major search engines. So we’ll give it 3 more
points or a “poor – average” rating.

        The next thing we’ll analyze is the tile of the page. And we can notice
that the keyword appears in the title (with a slight difference – plural
“weight loss stories” instead of singular “weight lose story”) and that the
title also contains one more keyword. So we are in the case where the
keywords appear but being part of a bigger phrase. We’ll give it 3 points or
one more “average rating”.

      But we can’t find the keyword in the headlines. The H2 headline is
completely missing, while the H1 tag contains the text “Success stories page
1”. So here we’ll give it 0 points or a “poor” rating.

       Another bad mark for them that results in another 0 points or “poor”
rating is the lack of metatags.
      Now we came to the most important in-page optimization factor… the
      The site has obviously a lot of content that is directly related to our
keyword, but the keyword itself doesn’t appear too often in the text.
Therefore I decided to give it 12 points or an “average-good” rating.

       The keywords don’t appear neither in the first or the last section of the
page so therefore we are forced to give him again “0” points or a “poor”

      And finally it is an internal page so here it comes once again “0”
points or “poor” rating.

       When we make the math we see that the site has 31 points or if we go
for the simple rating a “poor-average” rating. Both results show us the same
thing: that the site can be easily overwhelmed and that we have very big
chances to claim the #1 spot for this particular keyword.

       And as I previously mentioned you have to do this for #1, #2, #3, #5
and #10 pages for every one of your keywords.
       If at least three of these pages has a poor or average score (less than
60 let’s say) than this is a keyword for which you have good chances to
compete and I would say a definitely “YES” for fighting for it.
       If at least one of these pages has a poor or average score (less than 60
let’s say) you still have a chance to fight for this keyword and I leave this at
your decision (it depends of how good that keyword is for you).

       STEP 5: Selecting the keywords
       Now that I have the full list in front of me I’ll select my keyword(s).
       Typically I go for a 4-5 words key phrase that includes several
keywords too. This way I’ll fight for more keywords and I’ll have chances to
rank all for all of them and therefore skyrocket my number of visitors and
finally the number of customers and the money from my bank account.
       Mainly they are the most powerful keywords for which I have
chances. (We sorted the keywords based on power on step 3 and estimated
our chances at step 4).
       For example one keyword I used for one of my sites that presents
information about weight loss was:
       “Successfully weight loss stories”
       As you can see it also contains: “successfully weight loss”, “weight
loss stories” and “weight loss”.

       If you have to use two different keywords that we want to mix than
we’ll use “|” instead of “and”… And I’ll explain you why with a short
example. In Search engine algorithms the title of our page has a certain
important. That total importance (a fixed percent) is divided among all
words from the title. So therefore the importance of every word from:
“weight loss story and pictures” is lower than the importance of every word
from “weight loss story | pictures” (in the first case the importance of every
word is 20% from the total importance of the title, while in the second
example is 25%).
                            General SEO facts

       Now that we have our keywords selected we must start to optimize
our page for them.
       There are a lot of SEO techniques and now, after 7 years since I
interact for the very first time with SEO, I’m still learning them.
       But I won’t try to teach you all of them now… it’s virtually
impossible… and in fact you don’t even need to know all this staff except
the case that you ant to work as a professional and you aim to fight for very
strong keywords.
       Anyway what I’ll teach you in the next few pages (and which you can
learn in maximum two hours and implement to your site in the same amount
of time) it’s more than enough to rank very well if you chose your keyword
properly (a quite powerful keyword, directly related with your site and with
quite a low competition).

       SEO algorithms change over and over so any “super – mega – extra”
tricks or solutions you may find won’t last forever. In the end search engines
will find and correct the bug and you’ll remain with your lost hours and
money and in the worst case with your site banned out of search engines.
       But there is one golden rule that will never become wrong. And that’s
because it’s not based on a trick or a bug in the Search Engines algorithms,
but on the main idea and main goal of all Search Engines.
       But first let’s see what’s the ultimate goal of any search engine… It is
to deliver the best results to their searchers. So they do their best to come up
with the most INTERSTING, RELATED and APPRECIATED results.
       And here comes the golden rule: “Anytime you’ll do something for
your site SEO do it only if it makes your site more INTERSTED, more
related to your customers’ interests or more popular/appreciated. Also use
your common sense for this.”
       If you’ll do this you’ll never risk a red flag and you’ll always rank
well in any search engine and in any algorithm.

      Practical we can split SEO techniques in 3 categories:
      - content optimization
      - inpage optimization
      - offpage optimization
                           Content optimization

      Ideally a page must have quite a lot of content.
      All experts and even Search Engines officials stated that a page
should have between 500 and 800 words of quality, unique content.

       It should be split in 3-5 paragraphs with every paragraph having a
different headline.
       Our keyword should appear thrice in the first paragraph (once in the
first phrase); thrice in the last paragraph (once in the last phrase); and twice
in every middle paragraph.
       It should also appear in the main headline and in at least half of the
paragraphs headline.

      The keyword density must be somewhere between 2% and 8%, with
an ideal around 4% - 5%.

        But lets see how the keyword density.
        The formula is:
               D = KW / TW
        d = density
        KW = number of times our keywords appear
        TW = total number of words.

        But what’s the most important aspect about content is that it must be
interested and friendly for your visitors and it must sell your product. Your
priorities are your customers and not search engine spiders.
        Remember that, while SEO is good and important, your ultimate goal
is to sell your product to your customers and earn cash.
                          Inpage optimization

       If you’re a smart person – and I’m sure you are you already guessed at
least a few of the inpage optimization techniques… there are the things for
which our competitors gained points in my equation.

      Anyway I’ll take them one by one and detail them to you

      The two most common titles for web sites are: “welcome to our site”
and “Company Name”. But they are both wrong since they don’t let search
engines know what your page’s about and therefore make it rank higher.
      A correct title should contain only our keyword.
      Remember some rules about it:
      - always replace “and” with “|”
      - always try to combine the keywords (ex: “Successful weight lose
         stories” is way better than “Successful weight lose and weight lose
      - keep the number of words in your title as low as possible
      For those who still don’t know the title should be inserted in the
HTML code in the HEAD section and has the following syntax:
      <TITLE>Your title here</TITLE>

      There are two headers that count for search engines: H1 and H2.
      The main header is H1 and it’s the text included between <H1> and
</H1> tags in your web page source.
      The secondary header is H2 and it’s the text included between <H2>
and </H2> tags in your web page source.

       The main header (H1) must appear only once in the page (preferably
as close of the top as possible) and include only our keyword or with as less
as possible additional words.
       The same rules from the title are applicable here.
       The secondary header (H2) must lead any of your paragraphs and
contains the main idea of that paragraph. Half of your total H2 headers must
include your keyword.
       But, contrary to H1 tags, H2 tags must be longer sentences that
includes other words and not only the keywords (we don’t want our site to
look like spam, isn’t it?).

        Bolding, italicizing, underlining, strengthening
        We should find a place in text where our keywords need more
importance. In those points we’ll use special effects to them (bolding,
italicizing, underlining or strengthening them).
        The HTML codes for applying these effects to the text are:
              <I>Text</I> for italicizing
              <B>Text</B> for bolding
              <U>Text</U> for underlining
              <STRONG>Text</STRONG> for strengthening
        They are best to be used at different points, but if your text don’t
allow you to have four different places where to apply them then you may
combine them (ex: bold or strong works very well with italic).
        But use them wise… applying a single effect more than once may
cause you more harm than good by raising a red flag for your site.

       First section and last section
       The first section of our web page is the top-left one, while the last one
is the bottom-right one.
       We must include our keyword in both of them (ideally in the first and
the last sentence in the text).

       Since generally the last section of a page is generally the copyright
section I’ll share with you a small trick to logic insert your keyword
       Instead of “© 2005, My company” use “© 2005, – a
site about successful weight loss stories”.

      Properly using the ALT tag for images
      You should use the ALT tag for all your images. It allows you to
explain to search engines spiders what’s that image about.
       Of course here we should use our keyword too but also add to it a
detail about what that picture really is and also one of the words “graphic”,
“logo”, “image”, “design”, “photo”.
       Also keep the length of the text in the alt tag to less than 7-8 words.
       For example:
       - “weight lose story products logo” is perfect
       - “weight lose story products” is not OK since it doesn’t contain one
          of the key words that shows that we’re talking about an image
       - “Weight lose story and weight lose pills and weight lose pictures
          graphic” is not OK since it’s too long.

       The last aspect regarding inpage optimization is Metatags
       The metatags are added to the HEAD section of you’re your HTML
code, just like the title section.

      The most important ones are clearly “description” and “keywords”.

      The Description metatag should be a short sentence that describes
what your site is about. Considering that it may be visible to people
(generally it’s the text displayed by search engines behind your title page) it
should be a nice and attractive text.
      It must also include our keyword.
      For example:
      - “A full guide about weight loss. A large database of weight loses
          stories shared by our members.” It’s a great description (it contains
          the keywords – “weight loss” even twice – and is also human
          readers friendly.
      - “A brilliant site. Lots of interesting information. Reading our
          articles is a must.” may sound very attractive to a human reader but
          it’s not OK for SEO since it doesn’t includes our keyword
      - “Weight lose story | weight lose picture” has our keywords but it’s
          not good since it’s not too attractive for our human readers.
      The correct code for it is the following one:
      <META name=description content="Your descriptive sentence

       The Keywords metatags should be an enumeration of your keywords.
Here you may use different forms of the same keyword (ex: loss but also
lose, or kilos but also pounds, etc).
     The number of keywords shouldn’t exceed 10 – 12 different
     The correct code for it (and also a short example) is the following one:
     <META name=keywords content=”weight, lose, loss, story, stories,
     picture, pictures, pills, medicines, kilos, pounds”>

       I’ll also list here a full list of the other useable keywords with a very
brief description:
       <META content="7 days" name=revisit-after>
               * It instructs search engine spiders to revisit the page every 7
       <META name=owner content="Company name
<” >
               * It specifies the owner of the page
       <META name=author content="Company name
<” >
               * It specifies the author of the page
       <META name=copyright content="Company name
<” >
               * It specifies the owner of the copyright rights fort he page
       <META name=WebSite content=””>
               * It specifies the URL of the page
       <META name=E-mail content="" >
               * It specifies the contact e-mail
       <META name=reply-to content="" >
               * Same as the “e-mail” metatag
       <META name="Phone" content="+91-40-23540914">
               * It specifies the contact phone number
       <META name=distribution content=Global >
               * It specifies if the site is distributed global or only to a certain
region / country
                          Offpage optimization

      Offpage optimization factors are nowadays the most important factors
in Search Engines algorithm.
      And if you don’t believe me I’ll prove it to you.

      Open and search for “click here”.
      The top rated page is Adobe’s Acrobat Reader page:

        If you’ll open the page you won’t find “click here” keyword in the
title, in the headers, in the metatags. In fact you won’t find it at all.

       The simple reason this site is ranked so well for this particular
keyword is because of the offpage optimization (concrete because there are a
lot of sites that link to this page with the anchor text “click here”).

       Offpage SEO is practically increasing your website popularity over
the internet. And that is done by convince people to link to your site.
       This can be done in a lot of different ways starting with Press releases
and ending with link exchanges.
       But I won’t come in details here… because it’s a too vast domain…
Maybe someday I’ll write a separate book dedicated only to this area…

      But I’ll give you the main rules:
      - try to attract as many links to your site as possible
- links from sites / pages with a higher PR counts more
- links from sites / pages within your domain (niche market) counts
- links from authority sites / pages counts more
- links from pages with only a few other links counts more
- text links counts more
- (very important) all links to your site must contain your keyword
  in their anchor text (the text included between <a
  href=”> and </a>)
- (very important) try to still vary the anchor text you ask your
  friends / partners to use when linking to you since you don’t want
  search engines thing that you’re spamming them
                               Final notes

       We come to the end of this book… to the end of this discussion we
had… and believe me or not now you know everything you need to rank
well in your market…

      I wish you the very best of luck… but I’m confident you won’t need
it… you have the skills (brain) and now you have the knowledge too…
      Just remember to play fair and always keep in mind the golden rule:
      “Anytime you’ll do something for your site SEO do it only if it makes
your site more INTERSTED, more related to your customers’ interests or
more popular/appreciated. Also use your common sense for this.”

      I must admit I’m a little sad we came to the end of it… it was a real
pleasure to share my knowledge with you… But I’m sure we’ll meet
again… maybe you won’t know it’s me and I will certainly won’t know it’s
you… but we’ll meet… somewhere on the internet… fighting for #1 spot for
one keyword or another ☺


Description: Increase Search Engine Rankings and instantly turn yourself in to an SEO Guru.This guide offers you tips for Better Search Engine Rankings using legal methods.